Amul's brand storytelling : from communicative narratives to action /
Storytelling is a narrative form of brand communication. Because consumers are bombarded with numerous advertising messages, brand storytelling enables a brand to overcome the cluttered environment. Advertising is one of the forms of brand storytelling that is utilized for multiple purposes: influen...
| Main Authors: | , |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2024.
|
| Series: | SAGE business cases.
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Storytelling is a narrative form of brand communication. Because consumers are bombarded with numerous advertising messages, brand storytelling enables a brand to overcome the cluttered environment. Advertising is one of the forms of brand storytelling that is utilized for multiple purposes: influencing consumer behavior, achieving and retaining brand loyalty, product differentiation, and overall brand equity. Amul is the largest, best-selling, and fastest-growing dairy brand in India with annual revenue of USD 392 billion. Amul's storytelling enables its brand to create and maintain a distinct place for itself among competing brands. As it connects factually, visually, and emotionally to the consumers, this narrative and creative message remains effective and influences the market share of a given brand. Students will be asked to discuss the importance of brand storytelling, brand differentiation, and brand positioning and to design and evaluate a brand story. Students will also encounter the elements, transmedia, and evaluation of brand storytelling. |
|---|---|
| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071922996 1071922998 |